Public Relations Foundations

Public relations (PR) is critical to any business that wants to create media exposure, sway consumer opinion, and maintain a good reputation. However, as technology evolves, communicating with the public has only gotten more complex. Modern PR demands an integrated, multichannel approach. In this course, PR expert Deirdre Breakenridge offers an effective eight-step workflow for today's PR practitioner. Learn how to research your audience, build a PR plan, develop your messaging, and use the right media mix. Next, see how to manage relationships with everyone from reporters to influencers, amplify awareness with the aid of internal champions, and gracefully navigate crises. Finally, explore PR writing and visual storytelling and see how to measure the impact of your PR efforts.

Learning objectives
Explain the value of developing an audience profile.
Describe the SWOT model and how it can be used to identify threats.
Name and summarize the 4Cs of developing effective messaging.
Summarize how thinking like a journalist helps an organization build media relationships.
Examine the importance of developing community before a crisis strikes.
Differentiate between an issue and a crisis.
Cite ways to stop the spread of fake news.
Define “post-mortem” and describe its value for identifying lessons learned after a crisis.